Ethical Bedding - from brand-led sales to organic growth

Sarah and James at Ethical Bedding wanted growth that showed up in the numbers. Most sales were coming from people who already knew the brand, so the brief was straightforward – grow non-brand visibility, scale organic traffic, and prove that search could drive discovery as well as revenue.

Our approach

We focused on foundations first, rebuilding the site the way customers think and search. Using our Macaroni technology, we were able to expand taxonomy and optimise at pace:

• Expanded and restructured collections - introduced attribute- and variant-led collections to capture real search intent.
• Overhauled the mega menu – clearer routes into products, supported by breadcrumbs and related collections.
• Strengthened internal linking – connected complementary products and collections to improve discovery and crawlability.
• Added rich on-page FAQs – answered high-intent questions where customers look for them.
• Ran targeted digital PR – secured placements in Glamour UK and other high-authority sites to build link equity and referral demand.

All of this landed quickly, with Macaroni mapping and restructuring work that would normally take months.

What changed

Once stock levels stabilised following supply delays through the Suez Canal, the impact showed up fast. Over the most recent 30-day period:

• +250% organic revenue (GA4, last 30 days YoY)
• +140% total revenue (Shopify, last 30 days YoY)
• +25% average order value
• +65% new customers
• +44% conversion rate

Reliance on paid dropped materially, with organic now driving the majority of commercial traffic.

What Ethical Bedding did next

After a year focused on organic, we took over paid channels in April 2025. The goal wasn’t to make paid look better in isolation - it was to make paid work with organic, avoiding cannibalisation and fuelling overall growth. With a stronger structure and clearer intent coverage, paid spend became an effective complement rather than a crutch.

Setting the right foundations

If you run a brand with a broad range, the work that moves the needle tends to be unglamorous - clean taxonomy, intent-led collections, and hundreds of small, correct decisions made quickly. Done well, it makes paid more optional, not more necessary. You can still scale spend for seasonality, but you’re not tied to it when the maths stops working.

Closing thought

Ethical Bedding’s shift from brand-led to discovery-led growth came from structure, clarity and speed – a short, focused sprint, intent-driven taxonomy, and rapid on-page changes. The result was a channel that stood up to scrutiny and a team in control of how search drives the business.